The importance of co-creation experience: online accommodation platforms

PurposeThis study explores the impact of perceived co-creation experience in the co-created activities of online accommodation platforms. Customers' participation in value co-creation with tourism companies and peer-to-peer (P2P) accommodations can lead to well-being and satisfaction for those involved in the accommodation experience with brands. The study analyzes whether the user's participation in online co-creation proposals positively influences perceived experience, satisfaction, engagement, and electronic word-of-mouth (eWOM).Design/methodology/approachThe research introduces a conceptual model showing how user participation in online co-creation activities in the tourism sector potentially impacts the co-creator experience and several other facets of consumer involvement, such as engagement, satisfaction, eWOM, and participation with the brand. The research was carried out in Spain using a national survey focusing on gender and age.FindingsThe study presents findings on the perceived disposition, intention, and participation of consumers during co-creation activities and the positive effects of these actions on the co-creation perceived by users; additional findings pertain to engagement and satisfaction with the brand, eWOM across interactive environments, and participation in new co-creation activities.OriginalityThe study identifies new strategies for innovation and participation that focus on better customer outcomes, particularly relationships involving the tourist customer experience, engagement, satisfaction, and the business management of tourism companies. The study's implications and future opportunities for research are discussed.